When a HUG is all you need

When a HUG is all you need.

I first HUG in its infancy and am delighted they are readily available to buy.

In 2020 I was an exhibitor at the Dementia Show in Doncaster and instantly fell in love with HUG. Its cheerful face and super-soft  fabric felt lovely to touch. The HUG felt warm, soft and was a joy to HUG making you not want to let it go.  I can completely understand the comfort this would give to someone with dementia or any condition causing anxiety or distress.

What is HUG?

A HUG is a comforter designed to be held and cuddled by people who are in advanced stages of dementia. This Eskimo-like doll has weighted arms and legs and a soft body.  The body contains a simulated heart  beat and a music player that can be programmed to play someone’s favourite music. Comprehensive research has shown music is good for people with dementia, hearing is one of the last senses to be lost to this disease.  As a result music can stimulate memories and therapeutic and calming.

How can this help people with dementia?

As dementia progresses people can become more isolated, agitated and anxious. There are currently very few products available that bring comfort, connection and meaning to the lives of people at the latter stages of the disease. Many products need you to “do something” in order to create an effect. One such example would be magic water painting. A HUG  just needs a hug!

The story so far

HUG™ has been developed from academic research and has been tested over the last four years in hospitals, care homes and by people affected by dementia who are living at home. BBC News shared an article about HUG™ in 2019.

Research has shown that it can improve quality of life, reduce anxiety and agitation and enhance social interaction. People affected by dementia have really experienced the benefits.

A daughter of someone living with dementia said:

‘HUG™ is a comfort for Mum. Wherever Mum goes, HUG™ will go. There is a strong attachment and emotional bond.’

A care home worker shared, ‘Using the HUG™ has been an effective way of helping our residents feel secure and loved, it has been lovely to see the smiles and comfort that a HUG™ can bring.’

Partnering with HUG™

The Alzheimer’s Society has partnered with HUG through its Accelerator Programme.  Investing in the company is one part of the collaboration plus they have worked with the team to help make it commercially available to all. The HUG is now for sale.

The charity has supported the project and enabled it to work with people with dementia and their families. It has helped shape the product and packaging. The project has also benefitted from introductions to different departments and individuals, including training, brand marketing, communications, plus music and electronics companies.

HUG by LAUGH said, ‘We are thrilled to be collaborating with Alzheimer’s Society as it gives people affected by dementia an opportunity to help shape the product and therefore benefit those who are really in need of a cuddle.’

Available to purchase now!

HUG™ is now available from the HUG by LAUGH website and our Alzheimer’s Society Online Shop.

HUG™ costs £150.00 (VAT relief price at £125.00. Use code: AT21.

10% of the net profit goes directly to Alzheimer’s Society. A win-win.

Get yours today.

HUG™ is now available from the Alzheimer’s Society Online Shop
and the HUG by LAUGH website.

Shop now


Award-winning blogger and care columnist for Devon Life magazine, Caron also campaigns for recognition of the needs elderly people and their carers. Designer and creator of the award-winning Dementia Assistance Cards which are free to all, and helping thousands of people globally Caron is passionate and committed to making a difference

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